Outdoor Installation for a Launch

The launch of the new Samsung Eco Bubble Washing Machine; that has a built-in programme “for every kind of clothes”.

The brand decided to mimic the effectiveness of its new product by cleaning the vandalized and dirty statue of King Umberto in Seregno, an Italian city. Passers-by halted and stared, as a temporary canopy concealing the statue was erected while pictures of the King dressed in underwear “waiting for the launderette” was displayed on the covers. A Samsung Samsung Eco Bubble Washing Machine was installed beside the statue as the real cleaning process began. The “clothes” were taken of the King and placed in the washing-machine to clean. The statue was revealed a week later to a large crowd – the statue was now completely cleaned and back to its former glory. The brand will continue to renovate statues in other major Italian cities – further fueling the brands image